Sustainability in the On Premise Wine Category is the latest in CGA’s series of Wine Insight Reports, providing exclusive analysis of major wine trends and issues. It highlights the rising impact of sustainability in people’s decision-making, with nearly three quarters (74%) of Britain’s wine consumers now trying to lead an environmentally friendly lifestyle. More than two thirds (68%) say the sustainability reputation of brands is a direct influence on their choice of drink in restaurants, pubs and bars.
CGA’s report combines sales data and an in-depth survey of people’s wine habits to deliver unrivalled insights into the issue of sustainability in wine, with takeaways to help suppliers, manufacturers and venue operators maximise spend. It highlights the significant size of the prize for businesses, with consumers who are aware of sustainability spending an average of £115 a month on eating and drinking out—£9 more than the average among all wine consumers. A third (32%) are likely to buy wines in mid-price tiers and above—11 percentage points more than average.
The latest Wine Insight Report uncovers the key demographics of sustainable wine consumers and the value of younger and urban-based drinkers in particular. It also shows the levers that suppliers and operators need to pull to encourage people to premiumise—including crafting the right range, securing recommendations and finding menu descriptors that signal sustainability.
Mark Newton, CGA by NIQ client director, said: “Sustainable wine consumers are an ideal target for trade-ups, and they’re willing to pay extra for environmentally-conscious production. However, the really big prize lies with consumers who aren’t yet fully aware of sustainability issues, and who may perceive this as an expensive part of the market. Educating them about the issue and reaching them at key touchpoints like menus and recommendations can attract them to higher margin glasses and bottles. But to win them over, it’s crucial to understand the habits and motivations of all consumers, whatever their attitudes to sustainability—and our Wine Insight Reports are the ideal foundations for winning strategies.”
Mark Newton
The Sustainability in the On Premise Wine Category report provides many more insights into attitudes to sustainability. It is one of a four-part series of Wine Insight Reports, with other editions exploring the sparkling wine and rosé categories and the impact of the cost of living crisis on people’s habits. All four Wine Insight Reports are packed with actionable learnings and recommendations that can be quickly applied to strategies and include comprehensive PowerPoint decks that can be used in strategy and sales meetings, plus PDF infographic executive summaries.
The Wine Insight Reports are available individually at £1,075 each, or as a complete set of four for £3,900. To learn more, click here and contact Mark Newton at mark.newton@nielseniq.com.
